While AI is rapidly becoming an integral part of consumer decision-making, it often falls short on one crucial element – trust. And that’s where traditional media, particularly radio, plays a surprisingly vital and unique role, new data from Audacy show.
The audio content creation and distribution company’s research reveals that 68% of Americans now use AI tools like ChatGPT or Gemini weekly to research everything from travel plans to financial advisors. Yet, despite this widespread adoption, a significant trust gap exists: only 33% of consumers have actually made, or even considered, a purchase based solely on an AI recommendation.
This begs the question: What bridges that gap from AI discovery to consumer action? As Audacy sees it, “trusted media” such as radio and TV are equipped to handle that task.
When asked what would make them more likely to trust a business recommended by AI, over 80% of consumers cited radio and TV as top drivers. “This isn’t just about brand recognition; it’s about the emotional resonance and long-standing credibility that radio delivers, which AI alone cannot replicate,” Audacy said.
Among the key findings:
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AI is pervasive, but not persuasive: 68% of Americans use AI tools weekly, but only 33% trust AI recommendations enough to consider a purchase.
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The Trust Catalyst: Radio and TV are the top drivers (80%+) for increasing trust in AI-recommended brands. AI introduces, radio reassures.
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AI-Priming is the New Showrooming: Consumers are doing extensive AI research before engaging with businesses. This means the sales conversation for local businesses is shifting from persuasion to validation – confirming what AI has already told them.
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The “Human Touch” of Trust: Radio’s enduring credibility and human connection are essential for building the brand familiarity and emotional belief that AI can’t generate.
